Tomorrowland — Daniel Santos Design

About Us

Tomorrowland
“People of tomorrow”

Project Overview: Redesigning Tomorrowland for a Toronto-based audience, this project establishes a bilingual (English/French) visual identity that captures the festival’s "Electric" and "Dreamlike" essence. It begins with a cohesive identity system including digital promotion. The project concludes with a detailed festival program publication that balances complex information, including a 15-event schedule and a site map, with Tomorrowland's signature immersive storytelling, all while maintaining the core brand pillars of unity, diversity, and innovation.

Project This project establishes a bilingual visual identity for a Toronto-based Tomorrowland through a three-phase system encompassing large-format posters, a digital and physical identity suite, and a comprehensive festival program.

Role
Brand Identity, Brand and Package
Timeline3 Months

Tools
Illustrator, Figma and Photoshop
SizeVariety of Sizes

Brand Book Link to Prototype

Goal:

The goal is to create a magical, borderless experience that celebrates human connection through the "Love Tomorrow" philosophy [User Research]. The design aims to bridge cultures by delivering an inclusive, sustainable, and emotionally resonant identity across complex print and digital platforms.

Narrative:

Guided by the mantra "Live Today, Love Tomorrow, Unite Forever," the narrative invites a global audience into an electric and euphoric world of wonder [User Research]. It utilizes design innovation to bridge cultures, transforming technical festival requirements into a cohesive story of harmony and collective joy

The Program:

This interactive program functions as a tactile grounding tool, merging a complex bilingual layout with a unique spring-like structure. It balances functional festival navigation with a sensory-driven design that captures the brand’s immersive and electric atmosphere.

Packaging:

The packaging serves as a physical "cover" to Tomorrowland’s ongoing story, housing the ticket and program as a tactile chapter of the festival experience. Featuring star-inspired geometry designed for tabletop display, the container utilizes a seamless side construction secured by integrated magnetic strips. Its premium, sensory finish consists of double-sided lamination for durability and a layered clearcoat that enhances the brand's signature texture, creating a reflective and professional souvenir.

Brand Process

Moodboard:

This aesthetic fuses modern linear typefaces with experimental textures to create a "meaningful chaos" reminiscent of vibrant concert posters. By layering flat shapes and filtered imagery to build three-dimensional depth, the design uses motion and negative space to transform typography into a tactile, high-energy narrative.

Festival design
Phase 1:

Phase 1:

The first phase of this project involved developing a poster to help guide the overall design and style of the festival. After creating several options, I selected one to move forward with. I ultimately decided on a design made entirely of typography, featuring only the word itself.

Festival design
Phase 2:

Phase 2:

Phase 2 transforms your "Digital Mycelium" poster into a comprehensive Identity System, scaling the visual language across digital promotion, physical wayfinding, bilingual ticketing, and sustainable merchandise. This stage tests the resilience of your design by requiring a systematic approach that balances bilingual English/French execution with the technical shifts between RGB digital platforms and CMYK print environments.

Program Process

Moodboard:

The design employs bold, large-scale graphics to clearly define sections within a clean, sophisticated layout. This approach allows for a high density of information while maintaining a minimalist and highly organized aesthetic.

INspiration:

Inspiration

Modelo: Inspired the use of rich textures and graphics to represent the brand's identity
Jack Daniels: Informed the approach of balancing high-density information with generous negative space
Ford: Served as a reference for clean, minimalist layouts that emphasize and highlight core design elements.

Phase 1:

Simple and modern design that make the information within the main Focus

Critique Notes

Give your header text and body text some more space
For the chapter headers organize them in the same way on the edge or on the bottom
Utilize more of the graphics
Add graphics section
Length of body text needs to be shortened
Remove lines
Missing something from the spreads
Swatch page needs work

Phase 2:

Simple and modern design that make the information within the main Focus

Critique Notes

Text need to be aligned with the top line and not the text box

Made colour section more visually appealing
Made page separation more visually interesting
Changed page headers and page numbers aligned and made there orientation similar

Phase 3:

Phase 3: Assemble the book

Simple and modern design that make the information within the main Focus

Critique Notes

Production Challenges: The project presented significant hurdles, specifically balancing the initial design phase with the technical difficulties of physical construction.

Material Application: A primary challenge involved gluing felt to the cover, which required stretching the fabric to achieve a tight, seamless finish—particularly around the corners.

Interior Detailing: To create a more cohesive aesthetic, floral pattern sheets were added to the interior; these provided visual depth while structurally supporting the perfect-bound contents.

Adhesive Testing: To ensure a secure assembly, an extensive testing phase was conducted on sample book boards using various adhesives, including:

Hot glue
Mod Podge
Tacky glue
Standard glue sticks

Final Construction: Based on the testing results, a combination of three different types of glue was utilized to achieve the most durable and professional final result.

Link to PRototype